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Reacting is not creating

There is the temptation to react to everything. A new competitor has launched with feature X, we need to drop everything and do it. A customer has called with problem Y, we need to drop everything and fix it. But if you’re constantly reacting to what’s going on around you, how can you ever get anywhere. Some problems will always need to be addressed straight away, but more often then not, everything else is just noise. Sometimes the long term goal is more important then the short term gains that you get by reacting. Reacting to everything is akin to just spinning the wheels.